8 foods Americans like best

Heinz - The condiment maker rates an 89 on a scale of 100 on the American Consumer Satisfaction Index. It is the top rated company for the 12th straight year among more than 225 companies in 49 different industries. The company even managed to improve its score 1 point from last year; it's unchanged from 1995 when ACSI first started surveying consumer satisfaction.TEXT BY JAN NORMAN, PHOTO FROM HEINZ

Americans are more satisfied with our own food than we are with pet food, athletic shoes and apparel, according to the American Customer Satisfaction Index, an ongoing, comprehensive survey of thousands of consumers about the products and services provided by more than 225 companies.

The ACSI has been asking consumers to rate their satisfaction with companies on a scale of 0 to 100 since 1995.

Tops in satisfaction this year, as it has been for the past 12 years, is condiment maker Heinz. Click on the photo above to find out how other food manufacturers - from candy maker Mars to soup giant Campbell - rate for customer satisfaction.

Why should we care?

ACSI founder Claes Fornell explains, "When there is little or no industry growth, the only way for many companies to expand is to take market share from competition. The best defense a company can have against competitive efforts to take market share is to have satisfied customers."

To measure customer satisfaction, ACSI asks three questions:

1. "Were you satisfied," measuring reaction to the overall experience

2. "How well did it meet your expectations," measuring satisfaction against expectations (a company that isn't well thought of that delivers better-than-expected service will do better on this question that a popular company that disappoints)

3. "Compare your experience with this company with your idea of a perfect company."

Food manufacturers tend to be among the highest scoring companies because they can deliver the same experience every time, whereas services and some other product companies are less consistent, according to ACSI. Plus, competition pushes food companies to do a good job because consumers have so many other choices if they aren't satisfied.

Consumer satisfaction with U.S. manufactured food is unchanged from last year, but it is down 3.6% from the first year the survey was done in 1995. But that's better than airlines, down 9.7% over that period, and motion pictures are down 5.2%.

"Customer satisfaction also becomes more salient in times of economic trouble," Fornell said. "Ultimately business investment and employment depend on consumer demand."

Heinz - The condiment maker rates an 89 on a scale of 100 on the American Consumer Satisfaction Index. It is the top rated company for the 12th straight year among more than 225 companies in 49 different industries. The company even managed to improve its score 1 point from last year; it's unchanged from 1995 when ACSI first started surveying consumer satisfaction. TEXT BY JAN NORMAN, PHOTO FROM HEINZ
Mars Candy - It's hard to imagine anyone dissatisfied with chocolate, but Mars rates an 87 out of a possible 100 on the American Consumer Satisfaction Index, up 2.4% from last year. It edges out competitor Hershey, which rates an 84, down 2.3% from last year. ACSI founder Claes Fornell says declining customer satisfaction could drive buyers to competitors. TEXT BY JAN NORMAN, PHOTO FROM MARS
Sara Lee - To paraphrase the dessert maker's slogan, quite a few people DON'T like Sara Lee, apparently, according to the American Consumer Satisfaction Index. Its rating of 82 is down 3.5% from last year and 4.8% since 1995. The food manufacturing industry as a whole scores 81. ACSI says the decline in customer satisfaction may relate to price hikes that average 10% on such brands as Ball Park franks and Jimmy Dean sausage products. TEXT BY JAN NORMAN, PHOTO FROM SARA LEE
Campbell's Soup - Campbell's Soup may be "M'mm m'mm good" but consumers are less satisfied, giving the company a 79 (industry average is 81) on the American Consumer Satisfaction Index. That's down 3.7% in the past year and 4.8% since 1995. Price hikes are a likely reason because competitors have held their prices steady, ACSI says. TEXT BY JAN NORMAN, PHOTO FROM CAMPBELL'S SOUP
Dole - The fruit company rates an 83 on a scale of 100 on the American Consumer Satisfaction Index, which is 1.2% better than last year but a significant drop of 7.8% from 1995 when ACSI started surveying customer satisfaction. TEXT BY JAN NORMAN, LOGO FROM DOLE
General Mills - The food manufacturer best know for cereals rates an 83 on a scale of 100 on the American Consumer Satisfaction Index, unchanged from last year. It beats out competitor Kellogg's, which rates a below-industry average 80, which is down 1.2% from last year and off 4.8% from 1995. TEXT BY JAN NORMAN, PHOTO FROM GENERAL MILLS
Kraft - The macaroni and cheese maker (and other food products) rates an 83 on a scale of 100 on the American Consumer Satisfaction Index, an improvement of 2.5% from last year. Three other food manufacturers rated 83: General Mills, Dole and ConAgra. TEXT BY JAN NORMAN, PHOTO FROM KRAFT
Quaker - The oatmeal brand slipped 2% to a score of 84 on a scale of 100 on the American Consumer Satisfaction Index. It is still the third best scoring food manufacturer for customer satisfaction behind Heinz and Mars candy. TEXT BY JAN NORMAN, LOGO FROM QUAKER

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